At BetterCulture, we teach a construct we invented called the “Cosmo vs. Local” mindset. Understanding where your people fall on this spectrum says a lot about your company’s cultural health.
What’s the difference?
- A Cosmo builds their identity around their title, profession, or personal achievements. Their self-worth hinges on individual success.
- A Local ties their identity to the success of the groups they belong to. They want the entire team to win—and they act like it.
High-performing cultures thrive on Locals—those teammates who lift others up, celebrate collective wins, and make the workplace better for everyone.
Cosmos, while often talented, require careful management. Left unchecked, their ego can drain team momentum, and rarely should they be given leadership roles.
But here’s the big question: Are you born a Cosmo, or do you become one?
State vs. Trait: Is Being a “Cosmo” a Fixed Character Trait?
Traditionally, being a Cosmo has been seen as a personality trait—static, ingrained, tough to change. But we’ve come to believe it’s not that simple. In some instances, Cosmo-like behavior is not innate to the individual so much as it is shaped by the environment. Psychology calls this reciprocal determinism—where people and their surroundings influence each other in a continuous feedback loop.
Picture someone stuck in a toxic culture where success is rare, credit is hoarded, and blame is rampant. In that setting, self-preservation becomes a survival tactic and ego-driven behavior makes sense. It’s like an athlete playing for a chronically losing team: they start caring more about their own performance and stats than the scoreboard.
Now flip the scenario. Imagine placing that same “difficult” individual on a high-performing team, and guess what? Their behavior often improves. They still may not be perfect, but they become more team-oriented. These are what we call state Cosmos—people whose Cosmo tendencies depend on their environment.
Contrast that with trait Locals—people who remain collaborative and grounded even when times are tough. They’re the teammates you want beside you in the trenches.
What Converts a Cosmo? Pride.
The cure for Cosmo-itis is pride. When employees feel genuine pride in their organization, their focus shifts from ego to mission. From me to we.
Consider the Marine Corps: recruits often arrive with big egos, but they are reshaped. Their identity becomes tied to something bigger than themselves. Simon Sinek famously noted that Marines will sacrifice everything for someone they may not even like, while corporate employees often won’t sacrifice a single ounce of credit for a teammate sitting right next to them. That’s the power of a culture fueled by pride.
Your Cultural Assignment
If you want fewer Cosmos and more Locals, build a culture your people are proud to belong to. That pride won’t only attract Locals—it will create them. Companies that radiate cultural health overflow with Locals not because they got lucky hiring, but because they did the hard work of building pride from the inside out.
Bottom line? When pride for an organization grows, ego shrinks. And when that happens, your culture—and likely your business—start to thrive.
